"Why Not?" is a battle cry. It's a call to action for us to develop our creativity into spaces where others won't go. It's a place where no idea is stupid no thought is discounted.

But it's also the rational backup to our instincts and make sure we don't cross the line between fearless and reckless.

When things don't go the way we want them to or we aren't achieving what we set out to do, it's time to stop and ask "Why Not?" - and
adjust our velocity accordingly.

Most of all, it's a tool for us to challenge each other. Without it we fall back into the patterns of subjective, creative dissonance - and the only way is down. When we use the question, we get feedback - from our clients and from each other - that we can use to improve, to grow, to outstrip the competition.